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Health & Beauty

Ousted Deciem founder Brandon Truaxe dies

The founder of beauty brand Deciem has died, the company announced in a statement on Monday (21 January).

Brandon Truaxe, 40, launched the brand back in 2013 in Toronto and it is now best known for its skincare line The Ordinary.

The news comes after Truaxe was recently ousted from his role of CEO after a series of bizarre online posts culminating in him alleging “major criminal activity” at Deciem and temporarily stuttered all of its stores.

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In an Instagram post Deciem said: “Brandon, our founder and friend. You touched our hearts, inspired our minds and made us believe that anything is possible. Thank you for every laugh, every learning and every moment of your genius. Whilst we can’t imagine a world without you, we promise to take care of each other and will work hard to continue your vision. May you finally be at peace.”

Deciem has stores in the UK, Canada, the US and Australia and was projected to earn $300m (£228m) in sales in 2018.

According to news outlet Vox acting CEO Nicola Kilner wrote in an email to Deciem’s staff: “I can’t believe I am typing these words. Brandon has passed away over the weekend. Heartbroken doesn’t come close to how I, and how I know many of you will be feeling.

All offices, warehouses, factories and stores please close today and take the time to cry with sadness, smile at the good times we had, reflect on what his genius built and hug your loved ones that little harder.We are all in disbelief and shock but I will be in touch again very soon. I love you all incredibly much, as did he.”

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